consumer identity 1: sex roles &...
TRANSCRIPT
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Consumer Identity 1: Sex Roles & Subcultures
ref: Michael R. Solomon (2014), Consumer Behavior 11/e. Global edition. Pearson.
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How do you define yourself?
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Subcultures
■ The categories that matter in establishing our consumer identity are subcultures.
■ Membership in subcultures often guide our consumption behaviors.
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Sex-Typed Products
■ products that take on masculine or feminine attributes
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Religious Subcultures: Faith-based Marketing
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Religion as Taboo Topics
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Perceived Age:
■ “You’re Only as Old as You Feel”
■ Perceived age: how old a person feels as opposed to his or her chronological age
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Who Are You?